Marketing Plan for an app

2. Cadence Player
The one stop destination for all your music needs

3. ARE YOU TIRED OF KEEPING SO MANY
APPS FOR YOUR MUSIC NEEDS??

4. Cadence
DON’TYOU WORRY
HERE IS SOMETHING FORYOU!!

5. EXECUTIVE SUMMARY

6. SITUATION OVERVIEW
WHY CADENCE PLAYER?
It is the one stop destination for
all your music needs.
No need to download any other
app ever for your music needs.
‘Me-Time’ FEATURES
‘Me-Time’ accounts for 46% of all
the interactions with the mobile.
Cadence Player aims to grab a
chunk of this ‘Me-Time’ and make
it hassle free.
• Best in Class Music Player
• Audio Recognition
• Streaming and Radio
• Top Charts
• News
• Lyrics search
• Mood Player
• Event Booking

7. GOAL
To make listening to
music a hassle free
experience

8. COURSE OF ACTION
Create one of the strongest brands in the digital music industry
Continuously evolve through a strong feedback network
Create a killer product which will disrupt the whole digital
music industry

9. SITUATION ANALYSIS

10. COMPANY OVERVIEW
Our mission is to solve the problem of having so many apps for
our music needs.
We want to create one of the biggest brands in the digital music
industry.
With our product, we aim to capture a chunk of ‘Me-Time’ which
accounts for 46% of all the interactions on mobile

11. MARKET OVERVIEW
• Customers- Almost everyone in the middle, high income bracket
• Competitors- PowerAmp Music Player, Musixmatch, Player Pro
• Collaborators(tentative)- A company with license to stream music
• Context- Suitable

12. TARGET CUSTOMERS
Geographic- All over India
Demographic- All ages above 12, belonging to upper
middle and high income families
Psychographic- High resources groups(VALS
segmentation), music enthusiasts
Behavorial- Unaware users

13. GOALS

14. WHERE SHOULD WE STAND AFTER 1
YEAR OF LAUNCH?
• One of the top 5 players in Music Player category
• Stay Profitable
• Evolve to become a best in class music player
through a strong feedback network

15. BENCHMARKS
• 1 million downloads within 1 year of launch
• A conversion rate of more than 2%

16. STRATEGY

17. TARGET MARKET-CUSTOMERS
Geographic- All over India
Demographic- All ages above 12, belonging to upper
middle and high income families
Psychographic- High resources groups(VALS
segmentation), music enthusiasts
Behavorial- Unaware users

18. TARGET MARKET- COLLABORATORS
• Any one of the many companies which
hold license to stream digital music
• Agencies and cafés which hold music
related events

19. TARGET MARKET-COMPANY
WHO ARE WE?
We are a highly
motivated group of
music and tech
enthusiasts
bootstrapping their
way to disrupt the
digital music industry.
MISSION &VISION
Our mission is to solve
the problem of having so
many apps for our music
needs.
We will create one of the
biggest brands in the
digital music industry.

20. TARGET MARKET- COMPETITORS
Core Competitors Other Competitors

21. TARGET MARKET-CONTEXT
India is one of the strongest
developing economy of the
world.The support to
entrepreneurs is huge.
Hence the economic conditions
are suitable.
The government is working hard
to modify the existing
regulations to make it easy for
new startups to grow.
Our product will encounter
regulations only in the streaming
segment.
India has more than 50% of
population below the age of 25.
Most of these are regular
smartphone users and music
listeners.
The technological environment is
pretty favorable in India.
Political/RegulatoryEconomical
Socio-cultural Technological

22. Cadence
VALUE PROPOSITION
FEATURES
• Best in Class Music Player
• Audio Recognition
• Streaming and Radio
• Top Charts
• News
• Lyrics search
• Mood Player
• Event Booking

23. POPS & PODS
The app is positioned as a one stop destination for all of one's music needs. Thus, we
have multiple frames of reference.
Music Player
POPs
a quality music player with features like
equalizer, lyrics etc.
PODs
charts, event booking, mood player, news,
streaming and radio.
Streaming and Radio
POPs streaming and radio services
PODs
event booking, mood player, news and a
powerful music player.
Music Charts and News
POPs charts and news
PODs
music player, event booking, mood player,
streaming and radio
Event Booking
POPs event booking
PODs music player, news, charts, streaming and radio.

24. TACTICS

25. PRODUCT AND SERVICES
Cadence Music Player is positioned as ‘One stop destination for all your
music needs’. One needs a plethora of different apps for all his music needs.
One for playing music, another for searching music, another one for lyrics and so
on.This app takes care of all.
A best in
class music
player with
features like
lyrics sync,
equalizer etc.

26. PRODUCTS AND SERVICES
Audio Recognition

27. PRODUCT AND SERVICES
News and Charts

28. PRODUCT AND SERVICES
Event Booking

29. PRODUCT AND SERVICES
Mood Player

30. PRODUCT AND SERVICES
Music Streaming and Radio

31. BRAND
Cadence

32. PRICE
Objective- Market Skimming
Demand Determination- Surveys
Pricing Method- A combination of
perceived value and going rate pricing

33. PRICE
The free app will include-
• Music Player
• Lyrics search
• Music search
The premium features include-
• Music News
• Top Charts
• Mood Player
• Radio and Streaming
The users will be given 30-day trial for the premium features.
The premium version will be priced at $3.99 initially.

34. INCENTIVES
Discounts on special occasions
Free upgrade on winning weekly
contests

35. COMMUNICATION
Social Networks Forums Blogging Affiliate Marketing
Bartering screen
space on websites and
apps

36. DISTRIBUTION

37. IMPLEMENTATION

38. ORGANISATION STRUCTURE
CEO/Director
He will be ultimately responsible
for all day-to-day management
decisions and for implementing
the company's long and short
term plans.
TechnicalTeam
This team will be responsible for
development of the application
and subsequent modifications
according to customer feedback
Marketing Team
This team will be responsible for
all the marketing tasks involved
from increasing penetration to
getting consumer feedback.

39. PROCESSES
Reaching
consumers
Feedback
App
development

40. TIMELINE/SCHEDULE
Process ETA to completion
Market Research 1st February, 2016
App Development 1st August, 2016
Pre Launch Promotions 1st September, 2016
Trials 1st December, 2016
Launch 1st January, 2017
Monitoring and Feedback Till Infinity
* Starting from 1st January, 2016

41. DISCLAIMER
Created by:
Vibhor Kumar
During an internship with:
Prof. Sameer Mathur, IIM Lucknow